Zeiss-led alliance to drive holographic windshield display mass-production

04 Feb 2026

An “end-to-end supply chain solution” to be available to automotive OEMs.

Optics and photonics giant Zeiss has announced, alongside tesa, Saint-Gobain Sekurit and Hyundai Mobis, the formation of a QuadAlliance. This is defined as “a comprehensive supply chain solution tailored for automotive OEMs to accelerate and streamline the mass production of holographic windshield displays (HWD)”.

Consolidating cross-domain expertise spanning concept design, holographic optical element (HOE) mastering and replication, automotive windshield lamination, and PGU/HMI integration, the QuadAlliance is intended to offer a one-stop solution that optimizes time-to-market and boosts reliability for OEMs.

The transparent display integrated into the windshield shows relevant driving information such as navigation and speed. It allows an unobstructed outward view and enables the driver to take in more information without taking their eyes off the road, which contributes to greater safety.

Zeiss commented, “modern intelligent vehicles struggle with several key challenges: critical driving information falls outside the driver’s direct line of sight, screen overload disrupts cockpit design and causes distractions, added hardware challenges energy efficiency, users expect differentiated in-car experiences, and traditional screens limit display sizes”.

Dr. Roman Kleindienst, Head of Zeiss Microoptics, said, “Zeiss is a world leader in HOE development for precise light control. Previously, this holographic technology was limited to niche applications. However, over the past decade, we have achieved a ‘Gutenberg Moment’ for HOE mastering and replication process, making holography ready for mass-market applications.

“Now, by driving the formation of a holographic ecosystem through the QuadAlliance, we aim to cultivate the best technology and supply chain synergy to streamline HWD industrialization. We believe mass production of holography will transform automotive displays, making advanced technology accessible to daily lives.”

Key features

The HWD solution is said to address these problems by “transforming conventional windshields into smart and transparent infotainment interfaces”. This innovation enables the following features and capabilities:

• Ultra-large, high-transparency display: >92% HOE transmittance; more flexible sizing vs. PHUD;
• Unmatched design freedom: <1.5L compact package; flexible PGU placement; adaptable to curved surfaces;
• Superior brightness & clarity: >10,000 nit luminance (visible in direct sunlight); RGB display;
• Future-proof performance: Support 4K resolution and even beyond, as PGU technology evolves;
• Enhanced safety, comfort & privacy: In-line-of-sight display; flexible eyebox design for distraction control & visibility; dual eyebox capability for shared content; and
• Redefined Efficiency: Enhanced light use efficiency and big weight reduction; reduced CO₂ emissions.

The QuadAlliance aims to start mass production of HWDs by 2029. By creating a cohesive ecosystem that leverages the strengths of four companies, the alliance says it is “driving innovation synergy across the entire HWD value chain to accelerate time-to-market”.

The launch statement also notes, “The establishment of the QuadAlliance is not intended to be exclusive. OEMs still retain the flexibility to choose their preferred supply chain model.”